What is all this ado about social networking, user-generated content, and wikis? McCann Worldgroup may have caught onto something far deeper and more fundamental than any fad, or maybe they are just reaching for arbitrary novelty in their analyses to generate their own hype.
The space-time continuum will tell.
OK, that non-clever prose paradigm of overusing quasi-scientific jargon on our part is ending right here.
The real cliche: only time will tell!